Designing a Credit Card for High-end Travelers

Business Challenge

A growing regional bank was looking to expand its product line by offering a premium credit card, designed for the population of affluent travelers.

Our Approach

We recognized that understanding consumer trade-offs was a key to success, and implemented a discrete choice conjoint exercise to help our client incorporate this type of feedback into development process of the new card.

Successful Results Implementation

Results gave them strong guidance as to which elements to include and how to set price, which rewards program features to offer. What's more, our research helped them identify a strong product name candidate and provided them with recommendations on how to market and message the new offering.